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2019 GOLD BUSINESS CHALLENGES/START-UP RUSSIA
The first ryazhenka for kids
RAN IN: Russia
Audience: The target audience of the "Agusha" brand is mothers aged 28-35 with children from 8 months to 4 years. It is the mother who makes the decision to purchase, and it is this age that is considered in society as the time relevant for the birth and upbringing of the baby.
Objectives: Our main goal was to keep the leading position of the brand in the market of fermented milk products due to the innovative launch of ryazhenka, which would bring an incremental increase in sales volumes and reflected in the growth of market share. Planned KPIs for the project:1. To keep leadership in the category of fermented milk products with a market share of 50%.2. The increase in sales of the “Agusha” brand in the category of traditional dairy products + 50% in money compared with 2017.
Language: English, Russian